CODE Sports launches new fan-first campaign ‘I Call BS’ via News Corp Australia’s Roller
CODE Sports, Australia’s biggest sports newsroom, has launched ‘I Call BS’ – a bold, unapologetic campaign, created in partnership with News Corp Australia’s in‑house creative agency Roller, giving Australians a voice to call out the moments, rules and decisions that don’t pass the pub test.
Purpose‑built for sport fans, with a specific focus on AFL and NRL at launch, the campaign invites footy supporters to say what everyone’s already thinking, while CODE Sports journalists separate fact from fluff and elevate the best submissions each week.
Fans can submit what’s got them fired up each week, with standout calls unpacked on the CODE Sports AFL Show (Wednesdays) and NRL Show (Thursdays). The aim is simple: call it out, challenge it and lower the BS in sport.
Says Executive Editor, Sport Jason Scott: “Footy fans have been yelling at their TVs for years, and our new campaign gives them a place to be heard – because calling things out is how we lower the BS in sport. We’re not here to sit on the fence.
“I Call BS delivers an engaged, opinionated audience that actively participates every week. It’s an always‑on, fan‑generated content engine with consistent, growing reach.”
The creative leans into the energy and passion of fan conversation. It uses question‑led headlines and user-generated style content to reflect the way footy debates play out in group chats, on social and at the pub, reacting in real time to the big calls and weekend flashpoints.
Says Roller General Manager Taylor-Lee Selby: “This isn’t just about another sports campaign. It has been designed to create a more dynamic relationship between CODE Sports and its sport loving audience. The creative is deliberately bold and socially native, putting fan voices at the very centre of the campaign.”
The national campaign rolls out from today across social, out‑of‑home, TV, radio, editorial and owned channels.
Fans can submit their BS moments at codesports.com.au/icallbs, powering weekly content and debate.
CODE Sports AFL Show and NRL Show are available through codesports.com.au, YouTube, Spotify and Apple Podcasts.
CODE Sports, the ultimate sports destination, saw more than 1.1 million sports fans turn to the site in April, according to Ipsos iris April 2026 rankings.
News Corp Australia
Jason Scott: Executive Editor, Sport
Adam Kruhak: Head of Marketing, Sport
Chris Morris: Snr Marketing Manager, Sport
Will Gair: Marketing Executive, Sport
Product & Editorial
Eliza Sewell: CODE Sports Editor
Patrick Effeney: Head of Digital
Matt Hickey: National Sport Video & Social Lead
Lachlan Brunton: Digital Product Manager
Roller
Taylor-Lee Selby: General Manager
Josie Connaghan: Account Executive
Sophie Wilcox: Head of Creative Strategy
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